What's up with those Facebook happy birthday fundraisers?

Facebook fundraisers have been a pleasant surprise for 826 Michigan. They are siblings to the peer-to-peer fundraising the youth writing nonprofit has employed for years to pay for new equipment, staff training and focused writing programs.

"With $500 or $1,000, we can offer more training sessions for volunteers," said Courtney Wise Randolph, 826 Michigan's director of community engagement.

Facebook fundraisers — including birthday celebrations, where Facebook users ask their friends for donations to a pet cause in lieu of a gift — "definitely benefit our programs," she said, though 826 does not plan or cultivate them.

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In their first year, birthday fundraisers raised $300 million for nonprofits, according to a Facebook announcement. Overall, American individuals and families gave $286.65 billion to U.S. charities in 2017 and accounted for 70 percent of all gifts to nonprofits, according to Giving USA.

Yet she and others note that it takes time to set up a social media fundraiser — from verifying the nonprofit on the platform to creating social media posts and maybe a culminating celebration.

"The easier you can make it to upload posts, the more you will get traction with your posts," said Tory Martin, director of communications and engagement at The Johnson Center for Philanthropy at Grand Valley State University

Older donors may not be comfortable giving on Facebook and younger donors may not use the platform, she said. "Look at the entire spectrum of channels available to connect" with donors and potential donors, Martin said. And understand privacy settings and issues, which are important to donors and nonprofits.

"There still are a lot of questions about whether that birthday donation is around the causes themselves or around the person who is celebrating," Martin said.